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Saving coffee by spending more

'Fair-trade' certification for specialty beans aims to keep growers on their land in the developing world

July 02, 2003|By James P. DeWan, Special to the Tribune.

"Kenya is one of the world's finest coffees," Davids said, "yet even at the current price of $12 to $20 dollars per pound, it costs less per ounce brewed than ordinary cola, and much less than wine or spirits of similar quality."

Davids believes that by raising the status and, consequently, the price of coffee, the differentiation between styles and origins can be rewarded.

"Most people have enough discretionary income to pay $2 more per pound," he said, "and if that happens, then everybody will be better off, because the farmers will be recognized and coffee lovers will have a much better product."

Product quality in a market-driven economy has always been of paramount importance, far more than any social or environmental concern attached to that product.

"A major benefit of the free market system is you don't have to know how things are produced, you just look at the price," says Grace Tsiang, senior lecturer in economics at the University of Chicago, "and my feeling is that it's very hard to get people to pay more for things that are physically identical."

Bourque agreed, and acknowledged that consumer education is a major focus of TransFair USA. "We're talking about a new economic model that speaks to empowering consumers," she said. "Every day you drink coffee, and with fair trade you're making a difference not only in the life of a farmer, but in the world economy in general."